KFC and Fosters advert (visual, technical and audio codes).

In the first shot of the KFC advert you see a typical stereotype of a family, the woman is pregnant and in the kitchen making her family dinner whilst the man is sitting on the sofa reading a paper.This could suggest that the husband is lazy and the wife takes care of the household. The wife and the child are wearing calm and neutral colours whereas the man is wearing red, this suggests that the man will do something wrong and the mother and child are innocent and pure. The man then makes a joke about his wife and then the advert cuts to a shot in KFC where the man is buying a 'Filler' for dinner and the person serving him at KFC is a black woman, this could be considered to be slightly raciest because some people relate to southern fried chicken to the southern states of America. At the end of the advert the audience see the man sitting outside the doorstep of the house with a bunch of flowers to try and make up for being rude to his wife but she just turns the lights of.
 In the Fosters advert the first shot is a long shot of a beach in Australia showing that this advert will have aspirational elements in it. The hut on the beach is the colours of the Fosters brand and the logo is also on the side of the hut, which reinforces the fact that this is a advert for the brand and this is the product they are trying to sell to the public. We know that this advert is aimed at men because the hut is also surrounded by good looking women and they are sitting in a hut drinking Fosters beer whilst barbecuing which further reinforces the brand and that this advert is aimed towards men because both drinking beer and barbecuing is considered quite manly things to do. The advert then cuts to a pub in England and there is a big contrast between the beautiful hot sandy beaches in Australia and the dark and dreary pub in England. This and the man asking for the two Austrailan mens advice is considered to be aspirational because most men would rather be there rather then in the pub and they are looking up to the men because they have all the answers. The advert is trying to say if you drink Fosters you could possibly be more like them. The man in the pub is just a average guy, this relates to the audience because they can relate to the advert, this relates to the uses and gratifications theory because the audience can find their personal identity in the text.

Lighting.

The scene is shot in a office with only some natural light from a window but the blind is nearly closed, the only other lighting in the office is strip lighting, this makes the room dark and suspicious. We then find out that the people in the office are russian spies, this along with the unatural lighing makes the scene mysterious because we do not yet know what is going to happen.Two people then have a privite talk at the side of the room and the lighting automatically becomes darker, these could show that they are talking about something sinister or planning something. When the two spies are talking half of thier face's are in the dark but the other half is light, this connotes that we know part of what may happen but we do not fully understand what they are talking about. When the two people finish their conversation one of the peoples face stays in the dark, this could show that he is the real enemy and that he is evil and mysterious. The dark also helps to create tention because we do not know what this man is yet and what will happen. The other mans face is now shown in the light, this man could have some good in him and may even end up to be a anti hero.

2. How are stereotypes used as a shortcut to represent certain groups of people?

• That makers of media texts use audience recognition of types to transmit messages rapidly.
• Most media texts (e.g. films, magazine articles, television programmes and advertising) only have a short time to establish characters and as a result offer limited representations.

Stereotypes are exaggerations of a certain type of person or a group of people. These stereotypes may not be true but the media uses them so that it is easy for the audience to understand who the character is in a short amount of time. In the documentary 'Murderball' you first see people who are stereotypically disabled and at first we feel sorry for them because of their disabilities but as the documentary continues you start to see them as strong individuals who have a interest in wheelchair rugby. Murderball is a full contact sport and quite dangerous. You would not expect to see disabled people joining in with sport because the stereotype normally used shows them to be incapable of playing sports. The documentary is about 2 teams (Canada and America) training for the paralympics and the competition between the two countries. It also shows the daily life of wheelchair users and how hard it can be, stereotypes shows that disabled people moan and grumble about life but the people shown in the documentary are mostly happy and upbeat. They do not complain about what life has dealt them but they make the most out of what the do have.

Print advert homework

This is a print advert for Dior perfume 'Cherie'. The location for the advertisement is in Paris and shows famous landmarks from the city such as the Eiffel Tower. This shows that the perfume could be romantically linked because Paris a city of romance. The name of the perfume is called 'Cherie' this also relates to Paris because it sounds like a French name, it is also in the center of the advert so you can see exactly what its called if you are going to buy it. The brand name 'Dior' is very clear in the top corner so that people can see who has made the perfume. This could also help to persuade people to buy the product because they may already be a consumer of the brand and it helps to make it seen more trustworthy. The main product is also at the bottom corner of the advertisement and is very large so that it is easy to see.

The model is dressed fully in bright pink, this shows that the perfume is aimed towards women and particularly young women. This is because pink is quite a girlie colour and it is also quite youthful. The use of 'Miss Dior' also shows that it is related to youth and it is drawn in pink ribbon which also shows that it is a girlie and youthful perfume. The model and the perfume bottle are in the center of the advert and is the key signifier. The girl is being lifted high into the sky by a colourful bunch of balloons this also connotes the youthful aspect of the advert. The model is very pretty so audiences may aspire to be like her and if they buy the perfume they might become more like her. The model looks serene and dreamy but she is also looking straight into the camera, this is direct address because they are looking directly at the audience. The slogan at the bottom of the advert says 'L'eau, the charming new fragrance' this tells us that the scent will be sweet and delightful. 'New' also shows that its something different that audiences may not have seen before.